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Unformatted text preview: on might not provide sufficient clues about why a claim
is qualified or the nature of the disclosure.24 It is possible that consumers may
view a symbol as just another graphic on the page. Even if a website explains
that a particular symbol or icon is a hyperlink to important information, consumers
might miss the explanation, depending on where they enter the site and how they
navigate through it. ● Account for technological differences and limitations. Consider whether and
how your linking technique will work on the various programs and devices that could
be used to view your advertisement.25 Using hyperlink styles consistently increases the likelihood that consumers
will know when a link is available. Although the text or graphics used to signal a hyperlink
may differ across websites and applications, treating hyperlinks inconsistently within a single
site or application can increase the chances that consumers will miss — or not click on — a 23. The Commission has, however, acknowledged the potential utility of icons in the privacy area. See
FTC, Protecting Consumer Privacy in an Era of Rapid Change, Recommendations for Businesses and
Policymakers (Mar. 2012), available at www.ftc.gov/os/2012/03/120326privacyreport.pdf; see also FTC
Staff, Mobile Apps for Kids: Current Privacy Disclosures are Disappointing (Feb. 2012), available at
www.ftc.gov/os/2012/02/120216mobile_apps_kids.pdf.
24. Symbols and icons also are used in different ways online, which could confuse consumers as to where
the related disclosure can be found. Some online symbols and icons are hyperlinks that click through to a
separate page; some are meant to communicate disclosure information themselves; and others are static,
referring to a disclosure at the bottom of the page.
25. For example, “mouse-overs” may not work on mobile devices that have no cursor to hover over a link. 12 Federal Trade Commission disclosure hyperlink. For example, if hyperlinks usually are underlined in a site, chances are
consumers woul...
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